Understand

Connect marketing research with in-depth user understanding

To really understand people’s experiences and people’s behaviours and to really grasp how they interact with products and services, we need to observe them in their own environments, analyse their conversations, flows and tasks, and use these qualitative insights to model desired product and service solutions.

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What do people really want?

People are always doing things and always changing. But the classical methodology companies use to understand what people do is notoriously poor: asking people about their preferences, activities and desires.

We all know that there is a big difference between what we say we do or say we like, and what we actually do and actually like.

To really understand people’s experiences and people’s behaviours and to really grasp how they interact with products and services, we need to observe them, like modern-day ethnographers.

Experientia approaches this through understanding people’s context, interviewing extreme and lead users, analysing conversations, analysing their flows and their tasks, and in the end developing typical user profiles and personas.

These insights based on qualitative design research will allow us to model desired product and service solutions.